وبلاگ شخصی علی شعبانپور (مدیریت کسب و کار)

یک رویکرد دو بعدی برای ارزیابی همکاری مشترک در بین طرفین

                      Original Article

A two-dimensional approach to

between-partner fi t in co-branding

evaluations

Received (in revised form): 12 th August 2011

Hongmin Ahn

(PhD, MA, University of Texas-Austin) is assistant professor of Advertising at West Virginia University. She has published

articles on brand communities and cross-cultural infl uence, and on advertising appeals. Her current research investigates

a confl ict management process in consumer-brand relationships.

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اثرات مشترک برند در رابطه با موضوع صنعت پارک 

Effects of co-branding in the theme park industry: 

a preliminary study

Abstract Purpose – Co-branding is an often used marketing strategy within the theme park industry and it has existed in one form or another since the 1930s. Notwithstanding the growing interest for co-branding in the theme park industry academic research in a theme park context has not been found yet. Empirical research on co-branding is limited to a relatively few studies that have typically examined product concepts or fictitious products rather than real instances of co-branding. This article aims to present results of an experiment on the effects of co-branding from a real-life theme park perspective.